Premier League sponsorship news rarely smells like fresh denim and ambition, but here we are. Liverpool FC and Tommy Hilfiger have shaken hands on a landmark partnership that stitches American fashion swagger into English football heritage. It’s official, it’s bold, and it’s the first time Hilfiger has ever gone club-side in football. Think touchline meets runway—no catwalk required.
This isn’t a logo slapped on a backdrop and forgotten by halftime. The partnership spans LFC men’s and women’s squads, plus key backroom staff. On select matchdays and global campaigns, Hilfiger’s American classics will appear on players like Virgil van Dijk, Dominik Szoboszlai, Florian Wirtz, and LFC Women leaders Gemma Bonner and Leanne Kiernan. According to sources, seasonal campaigns and co-branded capsules will roll out across football’s biggest stages, blending denim, accessories, and the brand’s “New York” dress-casual line.
The launch didn’t whisper; it unfurled. A 101 x 65.59-metre Tommy Hilfiger flag—the largest the brand has ever produced—covered Anfield. The fabric was donated to the Silly Goose Foundation to support Reagan, a lifelong Reds fan and LFC Foundation participant. It’s fashion with a conscience, not just a camera angle.
LFC’s chief commercial officer Ben Latty called the partnership a “natural fit,” pointing to shared values around community and innovation. Tommy Hilfiger echoed that sentiment, saying he’s drawn to teams with deep fan heritage and value-driven storytelling. Van Dijk added that players are excited to see fashion, culture, and football collide—without losing the club’s soul.
Author’s Opinion: Style Is the New Substitute
Here’s my take: this works because it doesn’t try too hard. Liverpool didn’t trade grit for gloss; it added texture. In a league where sponsorships often blur together, this one has a pulse. Funny thing—fashion finally learned football’s oldest lesson: identity wins games.